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Coke Everywhere at the World Cup

PARIS -- Coca-Cola may already be one of the world's most recognizable brands, but the soft-drink giant takes the concept of omnipresence to the hilt when it comes to sponsoring the World Cup.

From its massive advertising campaign to its on-the-scene activities at all World Cup matches, Coca-Cola Co. strives to make the most of its role as one of the top 12 sponsors of France '98. Charles B. Fruit, director of media and presence...